EA's Frank Gibeau has said he takes every failed game to heart, but that the Battlefield 3 versus Call of Duty cat fight will be "fun".
"As far as the Battlefield 3 versus Call of Duty battle this fall, this going to be fun," the EA Games label head told Industry Gamers.
"We have a stunning game built on a brand new engine that will leap frog us forward in the FPS category."
The executive and passionate gamer had been asked whether he'd be cut if Battlefield 3 fails to outperform other top shooters.
"Of course I take it personally. Launching a game is like opening day of a movie you produced, or walking to the mound in the World Series,"
"You’re surrounded by a team and every individual has skin in the game – every one of us has a deeply personal reaction to every review and every fan comment on the forums."
Battlefield 3 is currently expected on PC, PlayStation 3 and Xbox 360 in northern autumn.